Miguel Barbeyto
Senior Director
Mazda de México
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View from the Top

Not a Process but a Way of Thinking

Thu, 09/01/2016 - 12:38

Q: What level of development and acceptance has Mazda experienced in the Mexican market?

A: Since Mazda arrived in Mexico in 2005, the brand has shown consistent and solid growth year after year. The company has developed a reputation for manufacturing vehicles with innovative designs and the latest technology that provides its customers with a great driving experience, in line with its Celebrate Driving motto. The 6th generation of Mazda’s vehicles with SKYACTIV technology and KODO design language includes the Mazda, Mazda3, Mazda6, Mazda MX-5, Mazda CX-3, Mazda CX-5 and the newly launched Mazda CX-9, which is the brand’s flagship vehicle.

Our strategy to appeal to Mexican consumers centers on our Celebrate Driving approach. The strategy is directed not only at a younger demographic but to anyone who enjoys driving and the road. This marketing strategy, combined with our tailored financial services, has allowed us to increase our market share. Mazda Financial is the result of a successful strategic alliance between Mazda and Scotiabank that began in 2014. Our goal was to reach a sales volume of 38,500 units by the end of the year. The strategy and the financial options helped us surpass our target by selling almost 41,000 units. Our performance in the market led us to offer competitive financing programs to potential clients, allowing them to purchase a new Mazda.

We have experienced constant growth in the local market for product sales of products and services. Our network of 54 dealerships helps us reach clients across the country and is fundamental to providing our customers with the best experience in sales and aftersales. That helps to establish bonds and allows the customer to feel the essence of our Celebrate Driving initiative.

Q: What are the capacities of Mazda’s manufacturing site in Guanajuato?

A: In the two years since we opened our first plant in Guanajuato in 2014, our manufacturing operations have been in line with our expectations. The facility in Salamanca employs 5,200 people and has an annual manufacturing capacity of 250,000 units. The Mazda Vehicle Operation produces the Mazda2 and Mazda3 hatchback and sedan models as well as a Toyota model. Our domestic production is part of a global manufacturing strategy that follows worldwide market demands.

Q: How has Mazda has worked to improve the efficiency and performance of its vehicles?

A: SKYACTIV is Mazda’s innovative new-generation technology that strikes a perfect balance between our Celebrate Driving philosophy and exceptional environmental and safety performance. We approached car development with the goal of connecting drivers with their vehicles. This is part of our Jinba-Ittai approach. We believe the car must feel like an extension of the driver, just as there is a connection between a rider and its horse. We want to create that strong bond.

Our SKYACTIV technology also boosts the performance of gasoline and diesel cars. For example, the SKYACTIV-G gasoline engine has attained a new level of fuel efficiency, power and performance thanks to its compression ratio of 14:1, which is comparable to a racing car. Our models with SKYACTIV technology have been favorably accepted by critics and specialized publications. The Mazda MX-5 received both 2016 World Car of the Year and World Car Design of the Year. Most importantly, our vehicles are being well received by drivers, which is our main motivation.

Q: How has Mexico participated in Mazda’s continuous innovation process?

A: Mazda’s DNA rests on challenging convention and the same is true for the company in Mexico. This is reflected in all our areas of business, from the R&D department to manufacturing, and to our sales and aftersales departments. For the time being, we are focusing on innovating customer service around the world. For 2016 and 2017 the company will focus on sustaining its sales and aftersales business to a profitable level and maintaining solid bonds with our customers. That involves finding new ways to improve our customer service. As we say at Mazda, innovation is not a process, it is a way of thinking.